老字号品牌创新设计——以“常州糕团店”为例
Innovative Design of Time-Honored Brand—Taking “Changzhou Cake Shop” as an Example

本文从老字号品牌创新的角度出发，针对当前老字号品牌发展现状及现存问题进行深入剖析，结合国内外成功的品牌创新案例进行分析总结，梳理得出老字号品牌创新的具体方法。最后，对常州糕团店的历史背景及现存问题进行分析，将老字号品牌创新具体方法运用于常州糕团店品牌创新设计实践。整套设计围绕常州糕团店的品牌性格进行，从色彩选定、风格设计、元素提取到最后的效果展示，都彰显了常州糕团店热情活泼的品牌性格。通过此次品牌创新设计实践实现了常州糕团店的年轻化、个性化，促进了老字号品牌在当代的传承和发展。
From the perspective of time-honored brand innovation, this paper makes an in-depth analysis of the current development status and existing problems of time-honored brands, analyzes and summarizes the successful brand innovation cases at home and abroad, and sorts out the specific methods of time-honored brand innovation. Finally, the historical background and existing problems of Changzhou Cake Shop are analyzed, and the specific methods of time-honored brand innovation are applied to the brand innovation design practice of Changzhou Cake Shop. The whole set of design focuses on the brand character of Changzhou Cake Shop, from the color selection, style design, element extraction to the final effect display, all highlight the warm and lively brand character of Changzhou Cake Shop. Through this brand innovation design practice, Changzhou Cake Shop is younger and personalized, and promotes the inheritance and development of time-honored brands in contemporary times.